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Deeper insights into the “advertising-relevant target group”

The DFB-cup final took place on May 17th between Borussia Dortmund Bayern München.
The audience rating accounted to 14.27 million Germans according to the AGF-rating-measurements: The highest rating that was ever recorded at a DFB-cup final to that date!
But who are the spectators of this encounter? How do they differentiate from non-spectators and in how far do they correspond to the advertising-relevant target groups of sponsors in a cup final surrounding?
impact&emotions has investigated the spectators of the encounter in detail with an extensive market research study and is able to give some indication whether the advertising relevant target group was actually addressed. A total of 5.500 people in Germany were questioned with help of a day-after-recall study a day after the broadcast and advertising relevant variables – such as consumption behaviour or the user behaviour of the internet – were compared between the target group of spectators and non-spectators.
For instance, it is proven that the TARGOBANK and Continental were able to address their advertising-relevant target group with means of the DFB-cup-final: The spectators of the cup final are significantly more involved with financial services and have a higher purchase interest in new car tires.
With the help of the innovative approach by impact&emotions you not only get to know who has seen your advertising tools, but also what occupies the spectators and what their interests are. Next to insights in all relevant aspects of your advertising-relevant target group: consumption behaviour, usage of services, affinity of consumption and social demographics.